Abstract:

St. Louis Cotillion is a cotillion business located in St. Louis that is dedicated to empowering young men and women with confidence and poise in manners and etiquette through social skills education. It is a six-week after-school program, and instruction in dancing and etiquette is given throughout all sessions. The program culminates in a "Grand Finale Dance and Dinner," during which the students can apply all that they have learned through their social skills education.
Upon speaking with founder and owner Mrs. Katie Schoen, the immediate concern was a threat from direct competition in the Greater St. Louis Metropolitan Area.
The recommendations in this plan are based primarily on qualitative secondary research with the addition of quantitative secondary research through a competitive analysis.
Based on the research and needs expressed by Schoen, two goals were established:
To foster relationships that develop and maintain long-term clientele for St. Louis Cotillion
To increase St. Louis Cotillion's visibility among its target publics
In order to both retain her current contracts and gain new clients, Schoen must define and promote the St. Louis Cotillion brand to parents of 7th and 8th grade students while continuing to build and maintain long-term relationships with PTOs and/or PT As.
This strategic plan provides pragmatic objectives to support the recommendations and clear, measurable strategies and tactics for Schoen to execute.